Hainan-first for Spirits pop-up experience 

Diageo Global Travel, in partnership with China Duty Free Group (CDFG), has opened a Johnnie Walker pop-up store at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.

The Johnnie Walker Gifting Studio, an “immersive retail experience”, represents the first spirits pop-up of its kind in the Building B first-floor location, said the brand owner. Open throughout June, it is the latest in a series of investments by leading wine & spirits houses in the booming Hainan offshore duty free market.

Experiential and immersive: Johnnie Walker Blue Label takes centre stage at the Gifting Station in the CDFG-run shopping complex in Haitang Bay

The store offer leans heavily on luxury spirits from the Johnnie Walker range, led by Johnnie Walker Blue Label, along with exclusive limited editions from the wider Diageo portfolio.

These include a series of single malts curated by Master Blender Dr. Craig Wilson, in a collection that explores unusual age points and experimental maturation techniques.

Guests can also explore the range of Scotch whiskies through interactive storytelling stations, and can enjoy a whisky cocktail from brand ambassadors in the pop-up.

Alongside Johnnie Walker, the branded store also features single malts from the Diageo range, and the opportunity to taste and learn about the portfolio

Throughout June, the store will offer a number of special experiences including an interactive photo booth and gifting station, with the chance to personalise purchases.

Diageo Global Travel Managing Director Eduardo Barp said: “We are very excited to bring our partnership with CDFG to life through this engaging and immersive retail experience. The pop-up gives consumers a special opportunity to explore our range of rare and luxurious whiskies, a first for the spirits category in this particular space.

“We can’t wait to explore further opportunities with CDFG in the future and to grow our offering in Hainan to meet shopper expectations.”

Read the full story on The Moodie Davitt Report here.